BTO 2014 - Accor - Jean Luc Chretien
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Transcript of BTO 2014 - Accor - Jean Luc Chretien
Online Travel Agents vs Hotels :
Blessing or Curse ?
Buy Travel Online Conference, Florence, December 3rd 2014
Jean-Luc Chrétien Distribution, Sales and Loyalty, Accor Hotels Group
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A New World for Hotels
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Hotel Industry
is Digital
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Consumer behaviour
Distribution
Technology
BUYING BEHAVIOR CHANGES
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• Always connected
• Autonomous
• Community oriented
• Efficient and intuitive
• Relevant and personal
Consumer behaviour
changes
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• Connectivity is a must
• Mobile rules
• Development agility
• Predictive analytics
Technology driven
era
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• Google everywhere
• Trip Advisor is a must
• Metasearch rising
• OTA dominance
Travel Distribution
evolves
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OTA dominance
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Revenue increase
Web Marketing
Market reach
Long lead business
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Cannibalization
Customer capture
Abusive clauses
Ongoing rising costs
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Master customer journey
Adapt to technologies
Raise expertise
Manage by contribution
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Master customer journey
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Unconventional
wisdom
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Unconventional wisdom
• Rate Parity is necessary
• Battle is not lost
• OTA dominance will grow
• Pressure from intermediaries
will further increase
• Brands are not (so) expensive
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• Invest in your clients
• Invest in your e-reputation
• Invest in your content
• Invest in your education
• Protect your name
• Diversify your channels
Hotel must do
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Brands are not (so)
expensive
• Customers remain hotel
customers
• RM and Pricing optimization
tools
• Better OTA agreements
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OTA Reach will further
increase
New players will
capture more of the
hotels margin
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Tomorrow ?
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Tomorrow ?
What can
Hotel Groups
Do ?
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